> just slapping a chatbot on their product

That's happening of course, but that's not really the whole picture. Any org that already invests in R&D is likely considering or already implementing modern AI tech into their existing infrastructure. A big oil or pharmaceutical or materials company likely doesn't care much about chat bots, or any customer-facing tech for that matter.

Actually, big orgs are doing exactly that; slapping a chatbot onto their support ticket backlog. Being really, actually “data driven” is hard, and must happen from the bottom up. So instead there’s chatbots in their frontend and support backend, but the backend doing the actual lifting probably hasn’t changed one bit.